Advertising brief – Bill Abdul Hak
Client: Etihad Airlines
Background to the product and Ad campaign.
-Introduction of the brand.Etihad Airline is one of the leading international aircrafts, and in just five years they have flown more than 17 million Guests to more than 50 destinations across the Middle East, Africa, Australia, Europe, North America and Asia. With their multi national campaigns , Etihad is ranked as the number one airline. Etihad Airways has received over 30 awards since its inauguration in 2003. It has a four star rating by Skytrax and a five star rating for its first and business class product. It is currently voted the number 1 airline for having the best business class in the world. It has also dominated awards for having the best first class in the world, winning it for the second time in the last two years; which were awarded by the WTA – 'World Travel Awards' association. -History

Etihad Airways which means (unity) was established as the national airline of the United Arab Emirates in July 2003 by Royal (Amir) Decree issued by Shikh Khalifa Bin Zaid Alnahyan. It started with an initial paid-up capital of AUD 160 million. Services were launched with a ceremonial flight to Al Ain which is a state in UAE on 5 November 2003. On 12 November 2003, Etihad commenced commercial operations with the launch of services to Beirut, and has gone on to become the fastest growing airline in the history of commercial aviation. In June 2004, the airline made an AUD2.6-billion order for new aircraft in 2004, which included five Boeing 777-300ERs and 24 Airbus aircraft, including four A380-800s. The airline announced the largest aircraft order in commercial aviation history at Farnborough International Air show in 2008, for up to 205 aircraft – 100 firm orders, 55 options and 50 purchase rights. As of May 2010, the airline operates services to 61 destinations around the world from its home base in Abu Dhabi. In 2008 Etihad carried more than 6 million passengers, compared to 4.6 million in 2007. In 2009, seat factor was 74 per cent, holding steady on the 2008 level. Etihad Airlines , also sponsors multi sports events , locally and internationally. In the year 2000 , Etihad sponsored the Melbourne premiere and multi purpose sports venue ( Etihad Stadium). Etihad Stadium branding features on giant landmark signs on the outside of the building and on all directional, scoreboard and perimeter advertising signage throughout the interior of the Stadium. In 2008 , it also sponsored the Ferrari F1 Team , formula 1 world championship holders. Also, in December 2007 it became the title sponsor of the Formula One Abu Dhabi Grand Prix .The deal was the F1 race in the UAE’s capital city named the Formula One Etihad Airways Abu Dhabi Grand Prix until 2011. -Australian Service History.

Etihad Airways, has increased the destinations available for passengers traveling to Australia by expanding its code share agreement with Qantas. As part of the agreement, the Etihad two-letter ‘EY’ code is now placed on flights from Sydney to Ayers Rock (Uluru), Alice Springs, Canberra, Hobart and Melbourne and flights from Brisbane to Cairns. The expansion of this codeshare agreement with Qantas reaffirms the commitment to passengers around the world who are flying to Australia and want to visit towns and cities outside the key gateways. The new routes are in addition to the services that were part of the initial codeshare agreement, which commenced in March 2009 and include flights between Sydney and Brisbane, Sydney and Cairns, Sydney and Adelaide, and Melbourne and Adelaide, as well as Sydney to Auckland in New Zealand. More over , recently, Etihad Airways has received interim authorization from the Australian Competition and Consumer Commission (ACCC) for its proposed strategic alliance with the Virgin Blue Group. The ACCC approval means Etihad Airways and Virgin Blue will offer customers a new combined global flight network, connecting...

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